When a burger brand enters the game
Let’s be honest. Late-night food runs used to mean a sleepy drive-thru visit or a quick delivery. But Jack in the Box didn’t just want to serve up snacks anymore—they wanted to serve up culture. And they’re doing it in a place you might not expect: inside a video game.
Yes, Jack in the Box’s branded entertainment in gaming is very much a thing now. But this isn’t just about throwing a logo onto a loading screen. It’s about stepping into the rhythm of how people unwind, connect, and play—especially those late-night hours when cravings hit and screens stay lit.
So, how did a fast-food chain get so deeply embedded into a world of controllers, Twitch streams, and virtual battle zones? Let’s unpack the strategy—and more importantly, why it’s working.
A gamer’s desk, a giant mascot, and late-night fries
When Jack in the Box teamed up with T-Pain for a new Munchie Meal campaign, they didn’t just make a celebrity ad. They created a custom Fortnite map called “Jack Zone Wars.” Players get shrunk and dropped into what feels like a mega-sized version of T-Pain’s gaming desk. Monitors, controllers, and even Jack’s Tater-Melts become obstacles and terrain.
And then there’s the twist—ordering the limited-edition meal through the Jack app gives players access to in-game bonuses. That means your real-world burger can help you dominate in-game. It’s ridiculous in the best way, and that’s kind of the point.
What makes this different is how native it feels. It’s not a brand barging in, it’s a brand showing up where it belongs. This approach of having branded entertainment in gaming succeeds because it blends food, humor, and digital culture into one experience.
The power of meeting people where they are
Think about who’s playing Fortnite at 1 AM. It’s not just teens—it’s adults, it’s creators, and it’s often the same crowd who orders Jack’s Munchie Meals. According to the brand, about a third of their late-night customers overlap with T-Pain’s gaming fanbase.
So instead of shouting into the void with another commercial, they joined the game—literally. The campaign also spills into Twitch, with T-Pain and his team streaming matches from his home setup. The prize? A free Munchie Meal for anyone who beats him.
This is where the branded entertainment in gaming really earns its value. It’s not just about brand awareness; it’s about brand participation. People don’t just see it—they engage with it, play with it, and talk about it.
What’s inside the “munch slip” concept
The whole thing rides on one clever idea: people saying “munch” when they meant to say “much.” Sounds silly, but this “munch slip” becomes the trigger that makes the Jack Box mascot pop into scenes in their ads.
They played with this in a series of commercials—one where T-Pain accidentally summons Jack everywhere, from the studio to the shower (which Jack hilariously refuses to enter). In another, T-Pain and Jack are gaming and hurling trash talk from what seem like different rooms. Turns out, they’re separated by a fake wall, gaming side-by-side the whole time.
These spots aren’t just quirky. They tie the campaign together—real-world cravings, in-game power-ups, and branded humor that doesn’t take itself too seriously. It’s the full package. And once again, branded entertainment in gaming shows how storytelling can drive results.
What other brands and entrepreneurs can learn
You don’t need a Fortnite map or a Grammy-winning partner to pull off something smart. Here’s what any business—big or small—can take away:
- Know your people. Jack in the Box looked at their late-night crowd and realized they’re gamers. That insight shaped everything.
- Show up differently. Rather than another banner ad or tired TV spot, they crafted a unique experience that actually entertains.
- Blend platforms. They didn’t just stop at one channel—TV, social, Twitch, YouTube, even in-app gameplay boosts—it all connected.
- Make it playful. The “munch slip” idea is fun, memorable, and fits the brand’s voice. Every brand needs that hook.
If you’re an entrepreneur trying to market your product, think beyond the product. Think about the feeling, the moment, the behavior. That’s where campaigns come to life.
How “so munch more” became so much more
This entire push builds on a bigger creative platform Jack launched earlier this year called “So Munch More.” It’s not just a tagline—it’s a framework. It lets them show up in YouTube shows like Hot Ones Versus, slip into podcasts, and even tap bilingual communities through platforms like Mitú.
It’s modular, but meaningful. It ties together everything they do, whether it’s a commercial, a tweet, or a Fortnite weapon skin. The result? A campaign that keeps growing legs and stays fresh.
And that’s the lesson: modern marketing isn’t about doing everything. It’s about doing the right things with purpose, and having a creative thread that pulls it all together. That’s what makes Jack in the Box’s branded entertainment in gaming such a standout case study.
The takeaway: marketing that plays for keeps
Jack in the Box didn’t just sponsor a stream or hop on a trend. They entered the game, built something weird and wonderful, and let their customers take the lead.
That’s the future of marketing—where brand and audience build something together. Whether you’re running a local coffee shop or launching a new app, you don’t have to play it safe. You just have to play smart.
And maybe, just maybe, add a little “munch” to your strategy.
FAQ’s
1. How can I make my brand feel less like an ad and more like part of the experience?
Start by finding where your audience already spends time—then show up in ways that add to that space, not interrupt it.
2. What’s a fun way to build brand awareness without spending big on ads?
Try weaving your product into moments your audience enjoys, like games, podcasts, or livestreams—they’ll remember you more when it’s fun.
3. I’m a small business—how can I apply these kinds of creative campaigns?
You don’t need a huge budget—just a clear idea, a strong voice, and platforms your audience already loves using.